USFRA’s Communications Advisory Committee and Ketchum began their work together in March of 2011. Since that time they have worked together to create a movement that focuses on bringing the voice of farmers and ranchers to conversations centered on food and food production. Over the past fourteen months USFRA and Ketchum have implemented many successful events and tools to help farmers and ranchers have that conversation, and explain the importance of continually improving today’s agriculture. Today’s news remains filled with stories questioning the integrity of the entire food production chain, and USFRA, in response, has initiated recently the “Grow What You Know” Rapid Response System that allows farmers and ranchers to be alerted of topics in the media that lack a farmer and rancher voice. USFRA will also host two additional Food Dialogue events over the next six months to continue the conversation about how food is grown and raised.

In DNA barcoding, scientists sequence a designated part of an organism’s genome and produce a barcode from it for a systematic comparison with the sequenced DNA of other closely related species. DNA barcodes are being developed on a wide range of plants and animals as part of a global effort to catalogue the diversity of life on Earth.

DNA barcodes are now being used in an unconventional way: to identify insect predators best equipped to control the Colorado potato beetle, which is the single most damaging insect pest of potatoes in the Eastern United States.

Read more here.

The PrecisionAg Awards of Excellence presents four awards in the following categories:

• Educator/Researcher Of The Year
• Legacy Award
• Crop Adviser/Entrepreneur Of The Year
• Farmer Of The Year

Nominations for these awards are now being accepted. Recipients will be honored at the International Conference On Precision Agriculture in Indianapolis this July.

Click here to submit a nomination.

AFS Connect
Representing the first commercial telematics launch for Case IH, AFS Connect provides wireless connectivity to the Pro 600 and Pro 700 display through cellular data. AFS Connect will provide up-to-date information regarding fleet management, a virtual display of cab monitors in the office, performance analysis, file management received from the field, and two-way messaging, among other key features.

AFS software
The all-new Case IH AFS software suite will greatly expand upon the current capabilities of AFS desktop software, while also interfacing seamlessly with previously collected AFS data. At launch, the Case IH AFS software offering will include five packages designed to work together seamlessly and meet a variety of needs.

AFS AccuControl rate controller
Using the new AFS AccuControl rate controller technology, Case IH AFS Pro 600 and AFS Pro 700 display users can vary sprayer, spreader, planter and seeder rates or turn implement sections, including non-Case IH implements, on and off.

AFS 372 receiver
The new Case IH AFS 372 receiver is a combined GPS and GLONASS integrated receiver/antenna. By combining the functionality of the U.S. GPS and Russian GLONASS (Global Orbiting Navigation Satellite System) systems, the AFS 372 receiver has the capability to include up to 44 satellites in a position solution, resulting in improved uptime during crucial field operations.

Click here for more information.

The Topcon system is fully integrated into the Pantera sprayer. The System 150 automatic steering and section control are compatible and have been tested with the Pantera to meet exacting AMAZONE standards.

The core of the Topcon System 150 is the AGI-3 GPS receiver. The dual-constellation GNSS receiver utilizes signals from both GPS and GLONASS satellite systems. Topcon GNSS receivers will also be able to receive other satellite constellations (including the European Galileo system) when they become operational.

The AGI-3 is not only a GNSS receiver, it contains inertial sensors and steering controller, plus includes integrated terrain and slope compensation for easy incorporation with existing steering components on the vehicle. With optional RTK-GPS, an accuracy of +/- 2 cm can be achieved.

Customers will realize benefits as the systems have been optimally matched and tested to ensure a maximum range of dependable applications while delivering outstanding accuracy and precision.

The initial project of the partnership was the development of user-friendly content for an ISOBUS-operator terminal with a unique AMAZONE functionality. This console will be presented at Agritechnica 2011 in Hannover, Germany, as the new AMAPAD ISOBUS terminal.

At the heart of this new product and collaboration is the innovative AgApp (Agriculture Applications) concept developed by AMAZONE. This concept allows third-party software to be loaded onto an operator terminal, which means applications from independent developers can be fully integrated into the console interface. Now, the end user really only needs one control terminal – whether operating a machine or a sensor.

The agreement provides for cooperation between Topcon and SDF’s engineering department to develop state-of-the-art precision farming products. The products will be designed for SDF tractors and combine harvesters and marketed with the brand Agrosky™ via SDF’s distribution network. Agrosky is SDF’s brand of precision farming products.

The partnership will allow the entire range of SDF products to be equipped with precision farming devices, ranging from automatic steering, with precision from +/- 2 cm, to the most sophisticated machine control systems.

The new Agrosky SDF products for tractors and combines will be officially presented at Agritechnica 2011.

Robertson’s experience includes vice president of McCann-Erickson advertising agency in San Francisco, and the Lois/USA agency in Chicago. Additionally, he has served as manager of communications for Novariant, Inc., of Fremont, California, where he managed all communications for its AutoFarm division.

Robertson said he was “looking forward to promoting the Topcon brand and its specialized precision ag products and services. TPA’s product lineup is recognized throughout the world for offering true solutions to the precision agriculture market.”

AgCareers president Eric Spell says they about 190 attendees were at the 9th annual event to discuss recruitment and retention of talent in the agribusiness industry, including the largest number of employers ever. “Some companies are sending 3, 4 or even 5 attendees,” Eric says. “We do have 90 employers represented, which is by far the most we’ve ever had.”

While higher education for agribusiness executive positions has always been a focus for the roundtable, Eric says the need for skilled labor jobs has become more critical lately, especially in the precision agriculture field. “Skilled labor is custom applicators in the agronomy sector, service technicians in the farm equipment industry, GPS positions in the equipment industry,” Eric says. “They’re skilled trade positions, they’re valued, and sometimes they even pay more than a four year degree.” He notes that about a third of the 2300 jobs listed on AgCareers.com right now are skilled labor positions.

Listen to my interview with Eric here: AgCareers president Eric Spell Interview

2011 AgCareers Ag HR Roundtable photo album.

Today’s growers have access to an overwhelming amount of valuable data generated from precision agriculture technologies. However, turning that data into knowledge that can increase productivity and profitability is often a challenge. CrescoAg understands this challenge and provides tools that will make data from precision agriculture more practical, powerful and profitable than ever before.

The company’s products and services utilize data from tools such as field mapping, soil sampling, record keeping, automated crop monitoring and “whole farm” research plots. The data generated by these tools are mapped, stored and easily accessible. CrescoAg will accept data from all major hardware or equipment brands, translate it, store it and make it compatible with other systems. The aggregated data will allow for community analysis and benchmarking at the field and farm enterprise level.

CrescoAg products will primarily be available through retailers and crop consultants throughout the MidSouth and Southeastern U.S. for the 2012 growing season.

Ranking Canada’s fastest-growing companies by five-year revenue growth, the PROFIT 200 profiles the country’s most successful growth companies.

Farmers Edge received similar accolades in 2010, when it was recognized as the number one fastest-growing company in Manitoba. Co-founders Wade Barnes and Curtis MacKinnon were also named Business Development Canada’s Young Entrepreneurs of the Year for Manitoba in 2009.

Farmers Edge offers complete land management solutions, from project development and crop planning to operations and harvest management. Farmers Edge offers advanced agronomy solutions, using a balance of traditional agronomy and new technology to provide value to the grower as well as the environment. To learn more about Farmers Edge, please visit www.FarmersEdge.ca.

AquaLiv scientists have been performing agriculture enhancement studies in Japan for over ten years. AgSmart™ has proven to vastly increase the yields and quality in several crops without chemicals or genetic manipulation. The company claims AgSmart™ is the only agriculture biotechnology solution that is also natural and organic standards compliant.

“Our rice study demonstrated a 100% yield increase on a scientist managed plot and a 32% yield increase on a working commercial farm who agreed to implement our technology,” stated AquaLiv CEOCraig Hoffman. “These increases indicate significant value to both farms and global food production.”

Based on AquaLiv’s BioT™ Bioinformation Technology, AgSmart™ maximizes crop potential by accelerating plants’ natural adaptivity while exposing them to a frequency-based information composite. The information composite includes local environment data (climate, pests, diseases) and traits of other species generally only available through hybridization. AgSmart™ does not involve the actual hybridization of plants nor does it utilize genetic manipulation.

With its territory already blanketing the entire state of Illinois and quickly expanding in states like Idaho, Indiana, Iowa, Kansas, Michigan, Montana, Wisconsin and the Dakotas, MyWay RTK executives sought a proven industry expert to oversee the company’s continued growth.

As General Manager, Hill’s primary role will be facilitating the expansion of the MyWay RTK territory and working with industry representatives to implement the latest MyWay RTK offerings.

It is a subtle, yet vital, shift in the way food producers, manufacturers, retailers and groups outside the traditional food fence, such as WWF, are addressing a new paradigm in feeding the world’s rapidly increasing population: how food is produced, not just how much.

In practice the two issues are inseparable. The difference is that while feeding a projected 9 billion people by 2050 from less farmland has long concerned governments, and global aid and food bodies, doing so in a way that satisfies escalating environmental and animal welfare scrutiny, state and national regulations and changing consumer attitudes is considerably more complex.

Behind the farm gate it means that practices in the largest and most advanced agricultural nations, including Australia, will be in the spotlight as the new food production ground rules take shape.

Enter WWF as the unexpected and uninvited powerbroker in this high-stakes scenario. The world’s largest independent conservation organisation is targeting 100 key companies that globally trade commodities including beef, sugar, cotton, palm oil, soybeans and coffee to participate in ”round table” forums about how extra food can be produced with fewer, but more precise, inputs.

WWF’s Australian program leader for water, Nick Heath, says three times more food and fibre will be needed in the next 40 years than is produced now. ”The answer lies in precision agriculture – more crop per drop.”

And Rob Cairns, the organisation’s Australian program manager for sustainable agriculture, who has a background in the cotton and sugar industries, assures the food chain that WWF is ”just one player” in the quest for a lower food environmental footprint, ”not the policeman”.

”It’s about sustaining food production without impacting on eco-systems,” he says. ”At the moment, it’s confusing for consumers. By default, organics have been seen as the answer. But organics can’t clothe and feed the world, so we have to work with those who can make a difference. And it has to involve a number of commodities.”

Beef is at the top of that list.

In this regard, the Australian cattle industry may be ahead of the game. Meat & Livestock Australia is developing a voluntary environmental module that will enable beef producers to demonstrate the ”environmental responsible nature” of their production systems.

But it remains unclear whether farmers’ ability to merely demonstrate environmental responsibility, rather than prove it, will be enough.

To this end, a group of cattle producers in Gippsland, Victoria, is marketing beef sourced from properties with independently audited environmental management systems that comply with the international ISO 14001 standard. Their ”enviromeat beef”, sourced from 15 suppliers, is thought to be the first labelled food product backed by an environmental management system in Australia.

Read on to learn more…

The umbrella of real-time kinematic (RTK) correction signals that covers much of the Corn Belt will be larger and more robust by the time the 2011 planting season rolls around. As a result, growers in many geographies will have multiple correction signal options for driving RTK navigation systems.

Going into 2010, most of the heart of the Corn Belt was covered by either radio or cellular systems, or both. But there were coverage gaps. By 2011, a coverage gap in Illinois will have been plugged, and coverage in Ohio, Indiana, South Dakota, Nebraska, Kansas, Missouri and other states will have been beefed up.

The improved coverage is a result of build-outs of both traditional radio-based systems and newer cellular delivery systems, which distribute RTK corrections via the Internet through cellular communications networks. Unlike in recent years, when additions to the cellular delivery system were dominated by new and expanding state department of transportation (DOT) systems, this season’s new cellular entries are systems dedicated to agricultural users.

Read on…

Read other agricultural pieces featured in WIRED magazine.

They listed:
- Raven Sling Shot system
- Connected Farm concept
- GSI Binspector
- Grain entrapment rescue tubes
- Votivo nematicide seed treatment
- SmartStax corn
- Agrisure Viptera trait
- Surveillance sunglasses
- Vertical till revolution
- Kixor herbicide technology

Read on to learn why.

This year’s Commodity Classic will feature high-energy discussions at more than 30 educational sessions. Explore a trade show floor packed with the latest products and technology. Hear views on the state of the industry, as well as spend an entertaining evening with the music of Little River Band.

Check out the brochure for all the details and visit the website for registration and more.

Paul presented the Farmer Award to Ken Dalenberg (above) of Marshfield, Illinois – who was recognized for the role he has played in helping to develop and promote new agricultural technology for crop management. Ken has worked with a number of research projects on his farm to evaluate precision farming technology, along with other innovative products and practices through the University of Illinois, the Potash & Phosphate Institute, the United Soybean Board, and others.

Dr. Jess Lowenberg-DeBoer of Purdue University (left) and Dr. Harold Reetz (right, below) of Reetz Agronomics were honored with Legacy Awards during the conference. Dr. Lowenberg-DeBoer’s work in precision agriculture economics included groundbreaking research into the profitability of every aspect of it, including tracking the adoption of technology at the farm and service provider level, which played an important role in the growth of precision.

Reetz has been a champion of technology and precision agriculture throughout his four decade-long career, founding the InfoAg Conference in the mid-1990s as a way of getting people together to share experiences and build a networked community of vendors, users, and service providers. Now with Reetz Agronomics, Harold continues his champion role, especially as it applies to the conservation aspects of precision technology, and he serves on the board of the Conservation Technology and Information Center.

Picking up the Consultant/Entrepreneur Award was the OptiGro Team at Jimmy Sanders, Inc. of Cleveland, MS. Accepting the award on behalf of the team was Clint Jayroe (left). OptiGro provides agricultural advice, information, and precision agriculture resources to farmer-customers for maximum return on investment, while Jimmy Sanders, Inc. has been an agricultural leader and innovator in the Mid-South since 1953, serving production agriculture with farm inputs and on-farm expertise for the Mississippi River Delta region. They service a diverse crop mix of rice, cotton, corn, soybeans, wheat, grain sorghum and even specialty crops such as sweet potatoes and peanuts.

In addition, there were several student winners recognized at the event, including: Eric Allphin, Xystus Amakor, David Harper, Ming Li, Joe David Luck, Daniel K. Mullenix, Georg Ruß, Ajay Sharda, Yeyin Shi and Luciano S. Shiratsuchi. You can see all the photos in the ICPA Photo Album.

Special thanks to for sponsoring our trip to the 10th International Conference on Precision Agriculture.

The app offers one-touch access to all the latest news and information in the agribusiness and agricultural marketing world posted on Agwired.com, including audio, photos and video, and connections to other ZimmComm news sites. The AgWired App features a news tab drop down menu to select ZimmComm News Network feeds as well as individual news on AgWired.com by category.

ZimmComm owns and operates four web-based news sites that are now accessible from the new iPhone app: Agwired, focused on news from the world of agribusiness; Domestic Fuel, which is all about renewable energy – from ethanol and biodiesel to wind and solar; World Dairy Diary for the dairy industry; and Precision Pays, which focuses on information about precision agriculture technology.

Dr. Ken Cassman with the University of Nebraska’s Center for Energy Sciences Research told the standing-room-only crowd that without negatively impacting some of the world’s most sensitive ecosystems – the rain forests, wetlands, and grassland savannahs – the current rate of production growth won’t meet the rising demand. He says a process of increasing yields and reducing agriculture’s “footprint” is necessary: a process he calls “ecological intensification (EI).” And he believes precision agriculture could play a key role in that process.

“The buffer between proper management and poor management narrows, that is, the margin for error becomes smaller in terms of what helps the crop or what hurts the crop. So your precision of management becomes the single most important factor in helping farmers achieve yields near the yield potential ceiling.”

Cassman says the goal is to achieve 80 percent of a crop’s genetic yield potential while not increasing the impact that crop has on the environment. He says while biotechnology might help get us there, there is no magic bullet. It will take a combination of new technologies and techniques to hit that potential.

And a man who shared the stage with Cassman during the opening session believes we cannot play down the importance of testing and monitoring of fields to make sure the crops are living up to their potential. Dr. William Raun with Oklahoma State University also made a pitch for funding of extension services so that testing can take place.

“Extension is obviously important to us. We cannot just do research. We’ve got to have thousands of enrich strips and ramps out there in the fields and investing in that extension so farmers can see it.” And he adds that the numbers and formulas are out there to best forecast what can happen in a field. We just need to make sure it’s measured. “Yield potential can be predicted.”

It really was a great session. Because of the length of it, I can’t post all of the audio here, but I am going to let you hear the question and answer session after Cassman’s and Raun’s presentation. You’ll also hear from Dr. Raj Khosla during this segment. You can download or listen to this session at ICPA here: Opening Session Questions and Answers

I’ve also posted the day’s pictures on the ICPA Photo Album

“EGNOS is already a success story in the agricultural sector,” said Aguilera. “It already has 50% market share, which is expected to reach 70% by 2010. The ultimate result will be increasing yields, conservation of resources and materials, and lower costs. The benefits are there, the EGNOS signal is already being exploited by farmers, and it is available free of charge.”

The Galileo Application Days ‘High Precision’ session highlighted a number of GNSS applications already being used in the agriculture sector.

Michael Quinckhardt of Claas Agrosystems outlined how his company is exploiting advanced GNSS-based applications. “Precision farming includes automatic steering for tractors and monitoring of all our machines,” he explained. “We can help farmers to know where their machines are and what they are doing at any given moment.”

Tracking and yield analysis can also help to optimise the use of fertilisers. “One can understand that different fields across a wide area will differ in terms of various qualities and in their abilities to support crops,” said Quinckhardt, “But the fact is there is a degree of variability in terms of soil quality even within a single field.”

By recording information from harvesters about what the soil is producing from one patch to the next within a field, and matching that information with precise GNSS-based location information, farmers can pinpoint very accurately where they need to apply more fertiliser and where they can save money by applying less.

Rob Kiernan of Leica Geosystems discussed the three phases of action in agriculture: planting, crop protection and harvest. “Maximising production in agriculture is all about doing the right thing at the right time in the right place,” he said. “Systems like Galileo and EGNOS tell us about place with a high degree of accuracy throughout the production cycle, and this is revolutionising the way we work.”

For more on this story…

A review of recent partnership/purchase announcements highlights the trend. Ag Leader and AutoFarm; Raven Industries, SST Software, Ranchview, and Buhler Industries/Versatile; and Hemisphere GPS and Third Eye Maps all revealed new alliances in the final months of 2009.

Within the past few years, the alliance list has become a virtual who’s who of precision agriculture: AGCO/Topcon/KEE Technologies; Trimble/Dickey-john/Rawson/Tru Count/GreenSeeker/Farm Works; Leica/Rinex/TeeJet; Ag Leader/Holland Scientific/Kinze/Norac; and Raven/AutoFarm. Both Trimble and Ag Leader also have long-term technology partnerships with Case New Holland (CNH). Of the major precision ag providers, John Deere stands alone, although it announced in 2009 that it would begin offering certain Raven application control technologies through its dealerships.

To learn more about why companies are cutting deals, as well as future prospects, read the story.

“We recognize sustainability is a huge buzz word, it means a lot of things to a lot of people, and one panel discussion won’t answer all the questions surrounding this issue,” said Jim Walker, Case IH vice president, North America. “But we need to have the conversation. Sustainability is at the core of a national debate about how we meet demand for food, feed and fuel while maintaining consumers’ trust in agriculture.

“At Case IH, we recognize that ag sustainability is a balance between agronomics, economics and the environment. And we’re committed to helping North American farmers create more value from sustainable farming systems,” Walker added. “That’s why we brought together a top-notch panel of nationally known experts to provide their unique perspectives on how sustainability will affect farmers.”

Expert panelists included: Annie Weber, Senior Vice President and General Manager, Roper Public Affairs of GfK Research North America; Bruce Knight, Principal and Founder, Strategic Conservation Solutions; and Jim Nussle, President and CEO, The Nussle Group.

The consumer perspective on sustainability
Weber, who specializes in helping food and farming clients track consumer trends and better understand consumer trust, began by saying that farmers need to view themselves as a consumer-facing business. “In the past decade, there’s been a technological revolution that has empowered consumers to communicate, capture images and share opinions,” she said. “We also have an environmental movement that’s gone mainstream, and it isn’t going away. And we have another huge consumer trend, which is Americans’ focus on health and wellness through diet and lifestyle choices. And fourth, there’s a low-grade chronic skepticism about the motivations of business, particularly big business and large institutions.”

Next, Weber explained what sustainability means to the average American consumer. “Environmentalism, the green movement, sustainability, even corporate social responsibility — it’s all kind of the same thing. It’s recycling, taking care of the environment, being good with resources, possibly eating organics, and locally grown food. That’s about the depth of their understanding, which is important when you’re communicating with consumers, to know what they do and don’t know yet,” she continued. “Americans’ brand of environmentalism is incredibly practical. It’s almost a mindset about being thrifty, and taking good care of my family, and being safe.”

Weber said the good news is, in terms of favorability, “Agriculture comes out on top. Americans hold farmers in a special place. You’re part of our heritage. They really are very favorable and positive about you.”

She recommended that farmers find shared values with consumers and focus on connecting with them. “You share a lot of values – in terms of thrift, hard work, taking care of resources. If you want them to support you and not have restrictions come down on you, it’s critical they know you as individuals, and know what agriculture is all about.”

Weber described two things the American public demands: “They want authenticity. They want to know who you are,” she explained. “You don’t have to be perfect, but you do have to be open, and show that you’re trying to be the best you can be. And you have to be transparent. Nothing today will set consumers off and make them more suspicious than a lack of transparency. It’s probably a losing battle to think you can batten down the hatches and not invite them in for a conversation.”

A view from the industry
A nationally recognized expert in conservation, agriculture, and the environment, Bruce Knight is a principal and founder of Strategic Conservation Solutions. Knight previously served as Chief of the U.S. Department of Agriculture’s (USDA) Natural Resources Conservation Service, and as USDA’s Undersecretary for Marketing and Regulatory Programs. He’s also a third-generation rancher and farmer, operating a diversified grain and cattle operation that uses no-till and rest rotation grazing systems and wildlife management.

Knight said over the last 25 years, the term sustainability has grown increasingly mainstream – and confusing. “There are many different sustainability claims, about environmental goods and services, about clean air and clean water. And because of the climate change debate, you’re seeing claims about carbon and carbon sequestration. There are sustainable claims on animal care and animal welfare, as well as labor and treatment of farm workers. Sustainability also has to do with ‘community attributes.’ That may be locally grown, or how one interacts with the community.”

He said checkoff leaders are heeding consumer demands for sustainability, and are starting to make investments and showcase sustainability efforts. Some organizations are taking a positive approach, some industries are playing defense. The furthest ahead are the U.S. dairy industry and the U.S. wine industry. “In the case of dairy, sustainability has been an industry-wide approach involving farmers, dairy cooperatives, processors and retailers,” Knight explained. “They’re poised to respond to consumer concerns about air quality, carbon, or water quality by having done that full value chain assessment.”

According to Knight, the organics movement 10 or 15 years ago had the same clutter of multiple definitions and claims. “They decided to go to Congress to legislate one nationwide organics standard. I’m not advocating that for sustainability,” he continued. “But there will undoubtedly be people pushing for that. The challenge for American farmers will be deciding if they want one government-based standard or standards, or industry-led, industry-defined standards.”

Knight said a group called Keystone is developing a sustainability initiative that commercial agriculture will be comfortable with. “In their emerging definitions of sustainability, things like biotechnology are okay. It’s not about reduced fertilizer use. It’s about fertilizer efficiency and wise use of fertilizer. Tools like precision agriculture would be allowed. They haven’t tackled the thorny issues, to my knowledge, on livestock. But for all of us, this is the challenge we’ll be wrestling with over the next few years.”

The political view of sustainability
President and CEO of The Nussle Group, Jim Nussle previously served as Director of the White House Office of Management and Budget for President George W. Bush. He also represented Iowa for 16 years in the U.S. House of Representatives. He began his introductory comments during the Case IH VIP sustainability panel discussion by warning, “You’re focused on your business, your bottom line – your farm. You’re not focused on public policy in Washington. But public policy is focused on you.

“And it’s not necessarily driven by fact,” he added. “It’s based on emotion. It’s based on, sometimes, fads and trends. We don’t know what perspective it’s going to carry. But public policy is coming after you next. And it’s coming from places you probably aren’t familiar with.”

Nussle told farmers to think beyond the USDA and the Agriculture Committee. “Now the EPA is involved. The Department of Energy is involved. You will see the White House much more involved than ever before when it comes to farm policy, trade policy, environmental policy, tax policy, policies that affect you and your economic bottom line.”

He said we’re also having this conversation about sustainable agriculture during a very distracted time. “We have the largest deficit now that our country has ever faced. We have the largest national debt, which we owe to countries overseas. We’re in an economic downturn, and we’re not growing jobs. We lack a predictable commitment to renewable biomass energy. We’re in an era where taxes are going to go up, where regulation is becoming rampant. Everyone believes we should be better to the environment. But is there clarity on exactly what direction that’s heading? No. We’re not even close to that.”

According to Nussle, most farmers probably don’t sell directly to the consumer. “But we are impacted every day by what is going on in the minds of the consumer. And right now, they’re agitating about this word sustainability, not only in terms of agriculture, but across the board in many different industries.”

Industry-led sustainability solutions
Knight also said to watch Walmart, which has given all its suppliers a 14-point questionnaire on sustainability and traceability. “That will ultimately ripple down to farmers,” he explained. “When you get into cotton, rice, corn and soybeans, where our commodities become ingredients for everything from food to toothpaste, you’ve got a very different challenge ahead.”

He said if there’s an industry-led solution for defining sustainability, “You can try to get that formalized either at USDA or FDA. Or simply start moving forward with the associated marketing. And there are relatively few restrictions, as long as you don’t make health claims.”

Weber added that when farmers make these arguments, “You have to make sure the public stays on your side. If you want an industry-led definition, mothers need to see and hear that you’re doing the things they care about right now. People today are very keyed on this idea of local – it’s very powerful with consumers today. Open up your farm to school visits, so they get to know you, know what you’re about, what your values are, and what you’re already doing to make sure everything is sustainable and healthy. So when there are arguments from different fringe groups about how things should be defined, consumers already know you, and will more likely be on your side.”

Knight said any definition of sustainability must be practical. “You don’t need something that says you can’t use fertilizer or pesticides. The second challenge is that if something emerges on sustainability, if there’s a marketing claim associated with it, that it needs to be transparent and the transaction costs must be low.”

Weber agreed, but added that farmers need to avoid being defensive, and focusing too much on business logic vs. what consumers care about. “What’s driving concern about all these issues is protecting family and health. So when you’re suggesting any kind of policy that would be more about business or protecting the environment, but it leaves out consumers’ major health concerns, you can lose battles.

“There is an opportunity to deepen the relationship that America has with farmers. Because Americans care about these issues more than ever, they want to know now where their food comes from,” Weber said. “Use that opportunity and leverage it, and make the point that farmers were the first environmentalists.”

Economic sustainability
Knight sees another opportunity within the sustainability movement: Market-based incentives for environmental goods and services. “Farmers produce crops. But we also produce goods and services that society gets for free. Clean water, healthy soil, clean air, wildlife habitat. Those are outputs from our farms and ranches.

“We’re seeing trading of water quality credits in many areas. You see trading of dollars from private developers to farmers for restoration and preservation of wetlands. It’s a lofty goal, and we’re a long way from getting there, but there is an opportunity to create a market for environmental goods and services.”

Nussle cautioned that sustainability solutions must be economically sustainable for farmers. “Let’s say it improves the environmental quality, the food quality, the community quality. If it doesn’t, at the same time – and possibly exponentially – increase the economic viability of this model, then it won’t work.

“So the opportunity is that we might be able to get a better, more predictable economic model in agriculture. As policy makers, I think that needs to be taken into consideration, as well as industry, as you are coming up with sustainability definitions.”

Walker wrapped up the discussion, and thanked the expert panelists for a great conversation and thought-provoking commentary. “I think most of us have more questions than answers now, but this was a great first step. The next step will be moving forward as an industry, working together and answering those questions.

“At Case IH, we take sustainable agriculture very seriously,” Walker added. “We’re on the forefront of delivering innovative products necessary to lead producers’ drive for sustainable agriculture achievement. Case IH agronomists, product specialists and technical support professionals work alongside our dealers and directly with our customers – one-on-one, in small groups and in the field – to help drive toward that agronomic, economic and environmental balance. It’s all aimed at delivering an exceptional customer experience and meeting your demands for sustainable ag solutions over the long-term.”

Former cabinet  minister Chris Smith, now chair of the Environment Agency, addressed farmers at the annual conference of National Farmers’ Union, saying that “climate change will create new demands on land and environmental resources–and could provide opportunities for novel crops and systems.”

Intense lobbying by food companies, the growing significance of climate change, recent international food crises and shortages and a major independent Royal Society report have all helped to give the government the authority to put GM back on the national agenda. The controversial technology was the focus of intense campaigns including destruction of GM crop trials by environmentalists in the 1990s, and last month came under renewed attack from academics and organic food campaigners at the Oxford Real Farming Conference.

Lord Smith will say: “We can already see wildlife following climate change – the mayfly is now found some 40 miles further north than before and warmer winters and wetter summers are thought to be a major factor in the rapid decline of pollinating insects with UK bee populations, in particular, falling by 10-15% over the last two years.

“The reliance on seasonal weather patterns means that farming will follow climate change too. My own personal view is that we probably need to be readier to explore GM options, coupled of course with proper environmental safeguards, in adapting to the changes that the climate will bring.”

The GM industry now involves 14 million farmers in 25 countries who are growing 134m hectares of GM crops around the world. This is a 7% increase compared with last year.

Horizon Milling (a joint venture between Cargill and CHS) plays the supply chain role of preserving the identity of the wheat from farmer’s fields to the bakery.

You can even meet a farmer who talks about growing Eco-Grain, as well as learn how to become an Eco-Grain grower.

Anti-agriculture activists, and I include foodies who view family farmers as ‘factory farms’ should take note how Sara Lee defines organic and sustainable farming. This is taken from the EarthGrains Website…

While Eco-Grain wheat is not organically grown, the more sustainable farming methods used to grow it have some advantages over organic farming.

• Organic farming requires about twice the acreage to produce the same amount of food, resulting in the destruction of undeveloped land.
• Consumers pay a premium for organic grain, since it costs more to grow it.

Sustainable agriculture practices use less fertilizer, conserve land, help protect ground and surface water, and result in a high-yield, lower-cost crop.

Wow, a voice of reason. This is truly agriculture’s view of sustainable farming, and organic is not sustainable.

And here are location where you can buy these breads.

New products and technologies will be showcased during the January 13-15 trade show at the Orange County Convention Center in Orlando, Fla. You can also check out some of these products posted on the show’s Web site, where you can even rate the products.

Many educational sessions led by industry experts are scheduled every day. Topics range from top tech trends, top shops, trading machinery, crop marketing, robotics and more. And you can also register to attend smaller interactive educational breakout sessions on such topics as energy, technology, farm management, family business management, risk management, high yield and a plan for success workshop.

We’ll have reports from the show, so stay tuned. And if you’re into the social media tool Twitter, you can follow along with everyone who posts at #agconnect.

Post Update: Listen to a show preview with ZimmComm’s Chuck Zimmerman in his weekly podcast, the ZimmCast below:

The writer did call precision agriculture “a budding field” which raises my eyebrows about his agriculture savvy. But irregardless, he recommends to investors they “should monitor Trimble (Nasdaq: TRMB) with great interest.”

I first became aware of Trimble when I started researching precision agriculture. This budding field involves the application of positioning technologies like GPS to farming. Trimble’s positioning solutions — which extend to construction, transportation, and other industries — are backed by over 900 patents. That intellectual property portfolio should support the company’s competitive position relative to other precision ag players likeRaven Industries (Nasdaq: RAVN) and privately held Ag Leader.

Demand for Trimble’s wares got socked this year along with other agricultural equipment suppliers like Lindsay(NYSE: LNN) and AGCO (NYSE: AGCO). The long-term outlook for this sector, especially in emerging markets like China, is nevertheless very strong.

And here’s the rest of the story.

]]> http://precisionpays.com/2010/01/precision-agriculture-gets-a-stock-mention/feed/ 1 http://precisionpays.com/2010/01/2009-top-stories-on-precision-pays-products/ http://precisionpays.com/2010/01/2009-top-stories-on-precision-pays-products/#comments Fri, 01 Jan 2010 15:20:16 +0000 Kurt http://precisionpays.com/?p=3083 HAPPY NEW YEAR!

In our final installment of looking back at the top stories of 2009, here’s a list of newsworthy stories that featured new or updated products. I list the stories starting with the most current from December, working back to January of 2009. No ranking of importance is included…but feel free to post your comments about these products.

Lindsay Adds Remote Irrigation Pump Control

Trimble Adds Harvest Capabilities to Monitor

Ag Leader Welcomes Dealers To New Facility

Leica Offers Cost-Effective Lightbar Guidance

New RTK Module Receives Tower or Cell Signals

Topcon Launches On-The-Go Crop Nutrient Sensor

Six New Products From Ag Leader Technology

Raven Buys Interest in SST Software

Trimble Adds Modem To Enhance RTK Signal

Take Command of Planting With SureStop

New SMS Software From Ag Leader Technology

Deere Adds New AutoTrac Guidance Products

Trimble Expands Capabilities of FmX Display

Trimble Buys Farm Works Software

Trimble Acquires NTech and Greenseeker Technology

Deere Dealers To Offer Raven Products

Smart Nozzles Aid Precision Application

Raven Adds Planter and Sprayer Control

New GreenSeeker Precision Products To Save Fertilizer

Trimble and Tru Count Increase ROI

Technology Makes 120-Foot Planter Possible

Growers Learn More About APEX Software

RowSense Makes Sense

“We joined the Institute to demonstrate our commitment to precision ag and contribute to its advancement,” said Rich Gould, Vice President of TeeJet Technologies. “In an environment of steadily rising input costs, growers are under great pressure to maximize efficiency and manage costs.  We feel that TeeJet Technologies can help growers meet these challenges. Our unique, rapidly expanding line of precision ag products is designed to help growers optimize productivity and minimize waste. It’s important that growers understand and embrace precision ag technology and capitalize on the many benefits it offers,” continued Gould.

TeeJet Technologies joins members AGCO Global Technologies, Ag Leader Technology, Dickey-john, Micro-Trak Systems, Inc., OmniStar, Raven Industries, Terra, SST Software, and Trimble Navigation in the Institute. In addition to financial support, TeeJet Technologies will be providing guidance and counsel as activities and initiatives move forward in the months ahead.

“By signing on as a Precision Partner, each one of these organizations has expressed a belief in and commitment to agriculture, and the critical importance that technology provides for improving yield, efficiency, and the bottom line for the crop production channel,” says K. Elliott Nowels, Institute Director. “We are excited and honored to have each company’s leadership and support as we move forward.”